The million-dollar question: Meta or Google?
There is no single answer. The right choice depends on your business model, the type of client you are seeking and which stage of the funnel you want to impact.
The most useful analogy: Google Ads captures existing demand. If someone searches for "marketing agency London", they already want to hire and your ad appears at exactly that moment. Meta Ads creates demand. Your ads interrupt the scroll of people who may not have known they needed you, but who have the perfect profile to become your clients.
That said, in our experience managing campaigns for more than 30 companies in 2025–2026, the intelligent combination of both platforms generates results 40–70% better than using just one.
The most useful analogy: Google Ads captures existing demand. If someone searches for "marketing agency London", they already want to hire and your ad appears at exactly that moment. Meta Ads creates demand. Your ads interrupt the scroll of people who may not have known they needed you, but who have the perfect profile to become your clients.
That said, in our experience managing campaigns for more than 30 companies in 2025–2026, the intelligent combination of both platforms generates results 40–70% better than using just one.
Meta Ads in 2026: strengths, weaknesses and when to use it
Meta Ads strengths:
- Ultra-precise segmentation by interests, behaviours and demographic data
- Massive reach: 3.2 billion active users on Facebook + Instagram
- Ideal for visual products and brand storytelling
- Very effective remarketing with custom audiences
- Cost per lead generally lower in B2C than Google
Weaknesses: - Users have no immediate purchase intent - Requires high-quality creatives (video, images) to stand out - Creative fatigue is real: ads must be refreshed frequently - In complex B2B, lead quality tends to be lower
When to choose Meta Ads? - You have a visual product or service (fashion, food, real estate, training) - Your average ticket is low-to-medium (under €500) - You are looking for high volume of leads at low cost - You want to build community and brand awareness - Your target audience is B2C or SMEs with a single purchase decision-maker
Weaknesses: - Users have no immediate purchase intent - Requires high-quality creatives (video, images) to stand out - Creative fatigue is real: ads must be refreshed frequently - In complex B2B, lead quality tends to be lower
When to choose Meta Ads? - You have a visual product or service (fashion, food, real estate, training) - Your average ticket is low-to-medium (under €500) - You are looking for high volume of leads at low cost - You want to build community and brand awareness - Your target audience is B2C or SMEs with a single purchase decision-maker
Google Ads in 2026: strengths, weaknesses and when to use it
Google Ads strengths:
- Captures real purchase intent at the exact moment
- Performance Max with integrated AI automatically improves ROI
- Search, Shopping, YouTube and Display in one platform
- Better for high-quality B2B leads
- Results from day one
Weaknesses: - Higher CPC, especially in competitive sectors (legal, financial, insurance) - Significant technical learning curve - Without sufficient demand in the category, volume is limited - Requires precise conversion tracking to optimise well
When to choose Google Ads? - Your service has active searches (people searching for what you offer) - High average ticket (over €500) - You need qualified leads with purchase intent - You sell in B2B with a long decision cycle - Your monthly budget is at least €1,000–1,500
Weaknesses: - Higher CPC, especially in competitive sectors (legal, financial, insurance) - Significant technical learning curve - Without sufficient demand in the category, volume is limited - Requires precise conversion tracking to optimise well
When to choose Google Ads? - Your service has active searches (people searching for what you offer) - High average ticket (over €500) - You need qualified leads with purchase intent - You sell in B2B with a long decision cycle - Your monthly budget is at least €1,000–1,500
Real data: CPC, CPL and ROAS compared by sector in 2026
Based on the campaigns we currently manage, these are the average benchmarks:
Professional services (consulting, legal, financial): - Google Search: CPC €3–8, CPL €40–90, ROAS 3–6x - Meta Ads: CPC €0.8–2, CPL €20–50, ROAS 2–4x Winner: Google for quality, Meta for volume
E-commerce / Retail: - Google Shopping: CPC €0.5–2, ROAS 4–12x - Meta Ads: CPC €0.3–1.2, ROAS 3–8x Winner: Google Shopping, but Meta essential for remarketing
Training and online courses: - Google: CPL €15–40 - Meta: CPL €8–20 Winner: Meta, especially with short video and webinars
SaaS and Software: - Google: CPL €30–80, high-quality MQLs - Meta: CPL €15–35, lower quality but higher volume Winner: Google for MQLs, Meta for awareness
Professional services (consulting, legal, financial): - Google Search: CPC €3–8, CPL €40–90, ROAS 3–6x - Meta Ads: CPC €0.8–2, CPL €20–50, ROAS 2–4x Winner: Google for quality, Meta for volume
E-commerce / Retail: - Google Shopping: CPC €0.5–2, ROAS 4–12x - Meta Ads: CPC €0.3–1.2, ROAS 3–8x Winner: Google Shopping, but Meta essential for remarketing
Training and online courses: - Google: CPL €15–40 - Meta: CPL €8–20 Winner: Meta, especially with short video and webinars
SaaS and Software: - Google: CPL €30–80, high-quality MQLs - Meta: CPL €15–35, lower quality but higher volume Winner: Google for MQLs, Meta for awareness
Frequently Asked Questions
What is the minimum budget to start with digital advertising?
For Google Ads, we recommend a minimum of €1,000/month so the algorithm has sufficient data. For Meta Ads, you can start with €500/month, although €800–1,000 delivers more consistent results.
How long does it take for a well-configured campaign to work?
Google Ads can generate results from day 1. Meta Ads needs 7–14 days of learning phase before the algorithm optimises well. Stable results are achieved between weeks 3 and 6.
Do I need a specific landing page or can I send traffic to my website?
To maximise ROI, we always recommend a specific landing page for each campaign. A well-optimised landing page can double the conversion rate compared to sending traffic to the homepage.
Is TikTok Ads worth it in 2026?
Yes, especially for B2C brands targeting audiences under 40. TikTok has lower CPCs than Meta and very high engagement rates. For B2B or complex services, it is less effective than Google or LinkedIn.
